Making it official with Midnite at the 2026 Masters

Midnite, the official UK betting and casino partner for the 2026 Masters, aspired to be the main brand presence among snooker fans for the week-long tournament at Alexandra Palace after the success of its previous sponsorship at the World Snooker Championship in 2025.

Press Box PR executed two campaigns which ran throughout the tournament to ensure Midnite was synonymous with snooker.

The Masters sees the world’s top 16 snooker players compete against each other for the prestigious Paul Hunter Trophy. So PBPPR brought back the Midnite Maximum where 16 fans, who were selected at random before each session, would win £1,000 if a 147 break occurred. 

This was an iteration of the Midnite Maximum from last year’s World Snooker Championship where Midnite gave one fan per session the chance to win £25,000 if a 147 was hit. Mark Allen achieved a maximum break at the Crucible as one lucky fan walked away with the huge cash prize.

The second campaign during the 2026 Masters saw former world champion, Ken Doherty, transport fans to the entrance of Alexandra Palace - free of charge - via the Midnite Shuttle on the day of the final.

In order to promote the Midnite Shuttle, PBPR organised an exhibition match between Doherty and Jimmy White in front of 200 fans in the Midnite Lounge, a free space for supporters to enjoy in-between sessions.

Running two campaigns simultaneously ensured maximum brand recognition for Midnite with snooker fans during the championship, reinforcing Midnite’s aim of putting fans first through innovative activations.